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Visit San Luis Obispo County
San Luis Obispo County 2016 Tourism Exchange: RSVP Today!
Join Visit San Luis Obispo County at the historic Fremont Theatre on Friday, May 6, as we cel ebrate
the countywide impact of the Tourism Marketing District in its first year, and share initiatives and
strategies that will move us forward in a united effort during year two! Don’t miss this opportunity to
hear the latest industry intelligence and trends from guest speakers, learn from tourism industry
experts, and network and share strategies with your peers.
Visit San Luis Obispo County President & CEO Chuck Davison will be showcasing the major initiatives
from the Tourism Marketing District’s first year in an overview of the state of the County tourism
industry, as well as discuss the strategic plans that will move San Luis Obispo County tourism forward
in Year Two; Merrill Research will be presenting the results of Visit San Luis Obispo County's
Awareness Research Study; Brandon Feighner with PKF will provide a SLO County tourism lodging
forecast; and Visit California President & CEO Caroline Beteta will provide an update on the State of
Tourism in California, major statewide initiatives impacting areas like SLO County and the difference
Visit California is making with the passage of Dream Big. The event will be followed by a reception
at 5:30pm at the Mission San Luis Obispo de Tolosa Gardens.
RSVP online at http://bit.ly/tourism-exchange and stay tuned for the complete agenda!
Visit San Luis Obispo County Prepares for China Sales Mission
Visit San Luis Obispo County Director of Travel Trade Michael Wambolt will be jet-setting to the
other side of the globe with Visit California as part of their China Sales Mission, happening April 8 -
18. Wambolt will be meeting with over 80 top travel agents and tour operators during the mission
as he travels to Beijing and Shanghai to tackle this important market.
IPW 2016: Co-op Opportunities Still Available!
The largest tour and travel trade show in the United States is just around the corner. Visit San Luis Obispo
County will be heading to New Orleans June 18-23 along with some of our county partners. Appointment
scheduling opened April 4th. VSLOC still has space available for co-op partners to participate. Co-op buy-
in is $3600 plus travel expenses. The deadline for this co-op opportunity is April 29, 2016.
San Luis Obispo County Finalists Vie for Several Sunset Travel Awards
San Luis Obispo County is well-represented among the finalists in the second annual Sunset Travel
Awards. Finalists included Paso Robles, CA (Best Wine Country Town), The Canyon Villa in Paso (Best Bed
& Breakfast), JUSTIN Winery (Best Vineyard/Tasting Room Experience), Ancient Peaks Winery with
Margarita Adventures (Best Vineyard/Tasting Room Experience), Bristols Cider House (Best Micro-
Brewery or Distillery), and Vina Robles (Best Outdoor Music Venue). Winners are expected to be
announced around June 1 and will be featured in Sunset’s August 2016 issue, as well as on Sunset.com.
- What’s New -
Activity Report, March 2016
April is Pet Friendly Month in San Luis Obispo County:
Throughout April, Visit San Luis Obispo County is celebrating Pet-Friendly Month. Be sure to
share VSLOC's blog posts about pet-friendly activities, including a special guest blog from SLO
County native Stella the Pretty Frenchie. From April 1-13, VSLOC is also hosting the annual Top
Dog Competition on Facebook. Consumers are encouraged to submit photos of their "top dog"
to win a two-night stay at the SeaCrest OceanFront Hotel, wine tasting at Cass Winery, Castoro
Cellars, and Lone Madrone, cider tasting at Bristols Cider House and lunch at Splash Café.
San Luis Obispo County
2016 Tourism Exchange
Visit San Luis Obispo County is a 501c6 tourism non-profit. For more information please call (805)541-8000.
Featured in
Wine Enthusiast:
Stolo Family
Vineyards,
Cambria (left);
and in
Huffington Post:
The Shell Shop
(Morro Bay)
(right).
Trending
VISIT SLO COUNTY
WEB ACTIVITY
VISITS: 38,636
UNIQUE VISITORS: 32,504
PAGE VIEWS: 108,338
AVG. PAGE VIEWS/VISIT: 2.80
AVG. TIME ON SITE: 2:04
TOTAL ORGANIC TRAFFIC: 21,612
% OF ORGANIC: 75%
MOBILE VISITS: 29,441
MOST VISITED EVENT:
FAIRS & FESTIVALS (2403 VIEWS)
TOTAL BLOG VISITS: 8,623
MOST SHARED BLOG: SURF’S UP AT
THE SLO INTERNATIONAL FILM
FEST’S 11TH SURF NITE:
HTTP://BIT.LY/21TQGJX
VISIT SLO COUNTY
FACEBOOK
LIKES: 15,583 NEW: 372
TOT. IMPRESSIONS: 840,717
HIGHEST ENGAGEMENT: VISIT
CALIFORNIA DREAM EATER VISITS
SPLASH CAFÉ (795 ENGAGEMENTS)
MOST REACTIONS: CALIFORNIA'S
WILDFLOWERS ARE BLOOMING AND
SLO COUNTY IS PUTTING ON A
SPECTACULAR SHOW. #FANFRIDAY
(896 REACTIONS)
FOLLOWERS NEW
TWITTER: 6149 116
41.7K IMPRESSIONS
TWEETS: 6,617
PINTEREST: 649 1
PINS: 802
INSTAGRAM: 3725 520
POSTS: 613
VISITOR GUIDE DIST.
WEB DOWNLOADS: 93
GUIDES DISTRIBUTED: 1049
TOTAL: 1142
THIS MONTH IN SLO COUNTY
SUBSCRIBERS: 36,661
# OF OPENS: 5,449
# OF CLICK-THROUGHS: 735
THIS WEEK IN SLO COUNTY
CIRCULATION: 840
MOST CLICKED LINK:
STR Report—Week of 3/20-3/26
Public Relations
North American Travel Journalists Association (April)
Media
Huffington Post: San Luis Obispo: The New Napa? http://huff.to/1PRYupX
USA Today: 10Best College Towns (San Luis Obispo) http://bit.ly/1q3Uq0A
Mirror.co.uk: The CA coast from SF to LA is best experienced by car http://bit.ly/1SNAUPy
Wine Enthusiast: The Best Vineyard Views in California http://bit.ly/1UGmrbz
Travel & Leisure: America’s Best Little Beach Towns http://tandl.me/1Waxnhj
Travel Trade
Visit California China Sales Mission: April 8-18 (Beijing/Shanghai)
Connect California Show: April 27-29 (Irvine)
International Pow Wow: June 18-23 (New Orleans)
Film Commission
Association of Film Commissioners Intl’s Locations & Global Finance Conference: April 21-23
Film Liaisons in California Statewide Film in California Conference: May 21
VSLOC Hosts Film Scouts on Film Fest FAM Tour
SLO County Film Commission marketing initiatives are in full swing this spring.
Film Commission Liaison Kylee Jepsen hosted a familiarization tour in partnership
with the SLO International Film Festival, where 24 filmmakers and producers had
the opportunity to explore potential filming locations in the County.
VSLOC Networks with Meeting Professionals at MPI Tradeshow
On March 15, VSLOC Travel Trade Director Michael Wambolt traveled to MPI
Sacramento/Sierra Nevada Chapter’s annual tradeshow at the California Car
Museum in Sacramento, and pitched SLO County to 20 qualified meeting
professionals. The tradeshow was a prime relationship building opportunity and
helped VSLOC continue to build its lead generating network in the Sacramento area.
Visit San Luis Obispo County Public Relations Update
VSLOC Sr. Communications Coordinator Kylee Jepsen recently attended the Visit
California New York Media Event, where she pitched to more than 100 qualified
media in the New York travel industry. Additionally, she met deskside with
Travel & Leisure Magazine, discussing a strategic PR partnership for future
stories. Jepsen is attending the Visit California Texas Media Bootcamp in April,
where SLO County will be a featured destination giveaway prize and will provide
the only wine distributed in media gift bags. Additionally, she will be attending
the Visit California Media Events in Vancouver and Calgary in May.
California
February 2016 vs February 2015 Lodging Statistics (STR, Inc.)
Monterey/Salinas
Santa Barbara/Santa Maria
Date: April 1, 2016
Client: Visit San Luis Obispo County
Date Range: October 1, 2015 - March 31, 2016
Total Traffic Overview:
Oct Nov Dec Jan Feb Mar
Visits:37,359 35,523 43,292 50,686 37,694 38,636
Unique Visitors:30,414 28,908 34,379 38,376 31,853 32,504
Bounce Rate:51%51%48%51%51%50%
Pageviews:109,772 109,024 138,722 156,974 107,927 108,338
Avg Pageviews Per Visit:2.94 3.07 3.20 3.10 2.86 2.80
Avg Time on Site:0:02:06 0:02:18 0:02:36 0:02:38 0:02:07 0:02:04
Total Organic Search Traffic:26,711 24,267 31,112 29,823 24,262 28,907
% of Traffic Organic Search:71%68%72%59%64%75%
Entry Pages From Search:1,960 1,843 1,769 1,918 1,934 1,943
VisitSLOCounty Visits:0 6,592 13,104 13,938 18,182 14,643
VisitSLOCounty Bounce Rate:0%90%89%86%75%73%
Mobile/Tablet SnapShot:Industry Averages:
Oct Nov Dec Jan Feb Mar Pages / Visit Avg. Visit Duration Bounce Rate
Visits:21,160 20,055 25,072 29,441 21,035 21,612 Total:2.55 0:02:17 55.46%
% of visits 57%56%58%58%56%56%Organic:2.75 0:02:08 49.30%
Bounce Rate:54%54%50%57%57%54%
Pageviews: 56,219 55,051 73,318 74,611 51,046 53,305
Avg Time on Site:0:01:51 0:02:00 0:02:20 0:02:08 0:01:44 0:01:45
* Visits increased 36% compared to last year.
* Unique Visitors on the site increased 36% year over year.
* Pageviews increased 20% compared over this time last year.
* Organic traffic increased 42% year over year.
* Organic entries to the Events page increased by 24%, by 40% on the
Our Area page, and by 77% on the Fairs & Festivals Event page.
SEO Overview:
0
10,000
20,000
30,000
40,000
50,000
60,000
Oct Nov Dec Jan Feb Mar
Main Site Visits Year-Over-Year
Prior Year This Year
74.82%
13.82% 9.32%
1.07%
0.96%
0.02%
Traffic Sources
Organic Search Direct Referral
Social Email (Other)
Page 2 of 18
Date: April 1, 2016
Client: Visit San Luis Obispo County
Date Range: March 1-31, 2016
Organic Traffic % of Total
Site Traffic
Visits 28,907 74.82%
Organic Engagement Compared to Site Engagement
Pageviews Per Visit 2.91 3.76%
Avg. Time on Site 0:02:10 4.57%
New Visits 77.27%0.22%
Bounce Rate 47.25%-5.85%
Search Engine Visits Percent
google 26,470 91.57%
yahoo 1,398 4.84%
bing 919 3.18%
aol 56 0.19%
ask 43 0.15%
images.google 11 0.04%
Exact Keyword Visits Percent Landing Page Visits Percent
(not provided)27,445 94.94%/events 4,280 14.81%
san luis obispo 128 0.44%/3,289 11.38%
san luis obispo events 36 0.12%/events/461 1,152 3.99%
events in san luis obispo 20 0.07%/our-area 750 2.59%
san luis obispo county 18 0.06%/events/all/fairs_and_festivals 720 2.49%
calendar of events san luis obispo 14 0.05%/activities 699 2.42%
lopez lake camping 13 0.04%/profile/402/lake-lopez-recreation-area 677 2.34%
san luis obispo farmers market 12 0.04%/events/1146/easter-egg-hunt-and-festival 620 2.14%
things to do in san luis obispo 11 0.04%/lodging 410 1.42%
san luis obispo hotels 10 0.03%/events/all/childrens_activities 352 1.22%
Organic Search Traffic:
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
Oct Nov Dec Jan Feb Mar
Organic Visits Comparison
Prior Year Current Year
Page 3 of 18
Date: April 1, 2016
Client: Visit San Luis Obispo County
Date Range: March 1 - 31, 2016
Demographics & Interests
Affinity Categories:
Top 10 Affinity Categories Visits
Movie Lovers 14,926
News Junkies & Avid Readers/Entertainment & Celebrity News Junkies 12,727
TV Lovers 12,460
Travel Buffs 10,884
Cooking Enthusiasts/Aspiring Chefs 10,192
News Junkies & Avid Readers 9,527
Home Decor Enthusiasts 9,160
Technophiles 8,428
Health & Fitness Buffs 7,694
Shoppers/Shopaholics 7,244
Other Categories:
Top 10 Categories Visits
Arts & Entertainment/Celebrities & Entertainment News 8,319
News/Weather 7,113
Arts & Entertainment/TV & Video/Online Video 5,557
Food & Drink/Cooking & Recipes 4,612
Real Estate/Real Estate Listings 4,094
Travel/Hotels & Accommodations 4,063
Travel/Air Travel 3,416
Reference/General Reference/Dictionaries & Encyclopedias 3,286
News/Politics/Campaigns & Elections 3,129
Internet & Telecom/Email & Messaging 3,089
Affinity Categories broaden the scope to identify users in terms of
lifestyle; for example, Technophiles, Sports Fans, and Cooking
Enthusiasts. These categories are defined in a similar way to TV
audiences, and represent an opportunity to understand the behavior
of your audience.
Other Categories are used to classify groups of users based on the
specific content they consume, along with how recently and
frequently they consume that content. This category data provides a
more focused view of your users, and lets you analyze behavior more
narrowly than Affinity Categories.
* Per Google
9.85%
15.72%
11.83%
9.56% 10.59%
5.92%
4.59%
7.58%
6.88%
6.76% 6.19%
4.53%
18-24 25-34 35-44 45-54 55-64 65+
Age Group by Gender Male
Female
Page 4 of 18
Date: April 1, 2016
Client: Visit San Luis Obispo County
Date Range: March 1 - 31, 2016
Top Content:Geographic:
Top Landing Pages Entrances
/5,483
/events 5,034
/events/461 1,319
/our-area 890
/profile/402/lake-lopez-recreation-area 825
/events/all/fairs_and_festivals 805
/activities 800
/romance-month 729
/events/1146/easter-egg-hunt-and-festival 700
/lodging 592
Top Content Pages Pageviews
/events 8,541
/7,537
/events/all/fairs_and_festivals 2,403
/our-area 2,137
/events/all/childrens_activities 1,793
/events?page=1 1,587
/events/461 1,483
/deals 1,235
/activities 1,233
/events/1146/easter-egg-hunt-and-festival 1,010
Top Exit Pages Exits
/3,305
/events 2,351
/events/461 1,160
/our-area 982
/romance-month 691
/profile/402/lake-lopez-recreation-area 660
/events/all/fairs_and_festivals 619
/activities 496
/events/1146/easter-egg-hunt-and-festival 426
/events/all/childrens_activities 421
13%
10% 10%
3%
3%
2%
2%
1% 1%
1%
53%
Top Cities Los Angeles
San Luis Obispo
San Francisco
Paso Robles
Atascadero
Arroyo Grande
Santa Maria
Sacramento
Bakersfield
Morro Bay
Other
84.5%
1.7%
1.3% 1.2%
0.9%
0.9%
0.8%
0.7%
0.7%
0.6%
6.4%
Top States California
Texas
Arizona
New York
Washington
Virginia
Illinois
Nevada
Oregon
Colorado
Other
28.53%
23.27%
16.93%
4.29% 3.87%
2.54% 2.09%
1.92%
1.37%
1.03%
14.16%
Top Metros Santa Barbara-Santa Maria-San Luis Obispo CA
Los Angeles CA
San Francisco-Oakland-San Jose CA
Fresno-Visalia CA
Sacramento-Stockton-Modesto CA
San Diego CA
Monterey-Salinas CA
Bakersfield CA
New York NY
Phoenix AZ
Other
Page 5 of 18
Date: April 1, 2016
Client: Visit San Luis Obispo County
Date Range: March 1 - 31, 2016
In-MarketVs Vistor:
4,661
12,362
0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000
In-Market
Out of Market
Desktop Visits
4,578
17,034
0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000
In-Market
Out of Market
Mobile/Tablet Visits
72.62%
27.38%
78.82%
21.18%
Page 6 of 18